South East Asia CRM Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Southeast Asian CRM Market is segmented by Organization Size (Small and Medium​ and Large Scale​), Deployment Size (Cloud, On-premise, and Hybrid), End-user Vertical (Services​, Manufacturing​, BFSI, Retail and Logistics, Government, Other End-user Verticals) and Country.

Market Snapshot

South East Asia CRM Market
Study Period:

2018 - 2026

Base Year:



12 %

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Market Overview

The Southeast Asia CRM market is expected to register a CAGR of 12% during the forecast period (2021 - 2026). Mature customer service, automated engagement, improved customer experience, and increasing scope of digital operations are a few factors fueling the demand for CRM solutions across various industry verticals in the region.

  • Moreover, the development of cloud computing technology and the availability of various service models, such as SaaS, Platform as a Service (PaaS), and Infrastructure as a Service (IaaS), is also expected to drive the market growth during the forecast period in the region.
  • Southeast Asia has witnessed an uptake in midmarket and enterprise companies moving to more modern business software applications to enhance their business processes and enrich the customer experience. E-commerce, ERP, and Customer Relationship Management (CRM) applications have all been at the forefront of this software technology adoption.
  • Furthermore, the increasing emphasis on customer engagement among enterprises​ and growing adoption from SME’s aided by flexible pricing strategies provided by the vendors are driving the market growth in the region.
  • According to the CRM Cloud Survey Report by SoftClouds (a vendor in technology solutions and digital transformation), 82% of companies use CRM solutions for sales process automation and sales reporting. According to Salesforce, CRM software helps to increase employee productivity, enhance customer engagement and retention, and reap other business benefits. According to the Cloudswave, using CRM in sales can increase the number of purchases customers make with the company. These facts are likely to boost the market growth in the region.
  • The recent outbreak of COVID-19 has pushed organizations to undertake all necessary steps to ensure the safety of their employees and the community. Despite the crisis, the companies need to strive for pursuing opportunities, closing the sales, and resolving the issues of the customers. Following the mandate of work from home (WFH), there is an increasing need for the companies to collaborate with the clients in the remote working environment. This is subsequently anticipated to drive the demand for customer service CRM solutions.

Scope of the Report

Customer relationship management (CRM) is a technology for managing all the company's relationships and interactions with customers and potential customers. The goal is to improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability. The scope of the study is limited to Southeast Asia.

Organization Size
Small and Medium​
Large Scale ​
Deployment Size
End-user Vertical
Retail and Logistics​
Other End-user Verticals (Construction, Not for Profits, Education, Energy & Utilities, etc.) ​
Indonesia ​
Current Market Scenario and Growth influencers​
Analysis of the addressable market and forecasts​
Analysis of the key local and regional CRM vendors (Barrantum, VinnoCRM, BPM Online, etc.)​
Key implementation use-cases and challenges (high lead acquisition cost, etc.)​
Market Outlook ​
Singapore ​
Rest of South East Asia

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Key Market Trends

Digital Transformation Initiatives in the SEA Region to Drive Market Growth

  • Economies and societies across the world are going digital. In Southeast Asia (SEA), the uptake of digital services and applications has grown apace, and the rapid diffusion of broadband, in particular mobile broadband, is enabling more and more people to connect to communication networks.
  • Digitization in the region is benefiting the market's growth positively. It is expected that the developing economies in Southeast Asia are anticipated to become Asia’s next top-ranking digital marketing markets owing to the increasing number of mobile users, increasing demand in internet access, and declining internet connectivity or data prices.
  • According to the We Are Social, Hootsuite Jan 2019 Report, internet users in Indonesia, Malaysia, and Thailand were 150.0 million, 25.28 million, and 57.0 million, respectively. Additionally, social media users in Indonesia and Thailand reached 150.0 million and 51.0 million. Moreover, increased mobile and internet penetration in countries has resulted in a drastic increase in marketing spend in the region, specifically in Singapore, Indonesia, Thailand, Malaysia, and Vietnam.
  • Digital Transformation in the region can enable SMEs to benefit from access to global markets and enable consumers to benefit from greater diversity and choice of products and lower prices and offers many opportunities with enhanced growth, productivity, and well-being and thereby fuelling the market growth.
  • The digital transformation of SMEs also improves the uptake and use of digital applications and services. Together, these improvements can foster the digital transformation within economies that are needed to turn the use of digital services and applications into opportunities in Southeast Asia.
digi population1.png

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Increasing Adoption of SaaS to Drive the Market Growth

  • Software as a service CRM has become essential for enterprises across the retail, healthcare, BFSI, and telecom and IT sector to improve their marketing and sales operations and to align process efficiencies. SaaS CRM offers better planning and resource management, reduces operational costs, helps in streamlining data to one platform, and increases sales. These factors are expected to boost the adoption of SaaS CRM by SMEs, thereby fueling the growth of the market during the forecast period.
  • The increasing IT spending by enterprises on cloud computing strategies is another major factor that influences the growing adoption of the SaaS-based CRM in the region. The inherent benefits of cloud computing, such as scalability, reliability, and high resource availability, are compelling enterprises to adopt cloud architecture. Moreover, several organizations are increasingly moving their software apps to SaaS, which accelerates the adoption of SaaS applications such as CRM, sales management, HRM, and financial management.
  • SaaS-powered CRM solutions are affordable and provide a way to make sure the organization doesn’t lose track of customers or miss out on key dates and events. It’s the first step towards a better digital infrastructure. For instance, with the sharp growth of retail eCommerce in the region, CRM solutions can revolutionize customer experience and increase online sales. It also can provide a competitive advantage to the company.
  • Owing to the high costs of proprietary technology development, SMEs and startups in the region are increasingly turning to cloud software, infrastructure, and platforms as services. SaaS-based CRM offers many benefits to SME's and thereby fuelling the market growth in the region.
retail ecom.png

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Competitive Landscape

The Southeast Asia CRM analytics market is competitive and consists of global and local players. These companies are leveraging product enhancements and partnerships initiatives to strengthen their market share and increase profitability. Some of the key developments in the market are:

  • February 2020 - Brekeke Software Inc. announced the integration of Brekeke PBX with Zoho CRM. Office telephony services built with Brekeke PBX can now seamlessly connect with Zoho CRM by adding their Zoho account information in the Brekeke PBX admin tool. Brekeke PBX users can utilize Zoho’s CRM system to enhance productivity and the quality of their services.
  • In July 2019 - Nimble, a launch partner in the Microsoft Commercial Marketplace, launched a Smart CRM for Office 365 as a team relationship manager at Microsoft’s Commercial Marketplace.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Porter's Five Forces Analysis

      1. 4.2.1 Threat of New Entrants

      2. 4.2.2 Bargaining Power of Buyers/Consumers

      3. 4.2.3 Bargaining Power of Suppliers

      4. 4.2.4 Threat of Substitute Products

      5. 4.2.5 Intensity of Competitive Rivalry

    3. 4.3 Market Drivers

      1. 4.3.1 Increasing Emphasis on Customer Engagement among Enterprises in the Region​

      2. 4.3.2 Emergence of Several Pure-Play CRM Solutions at a Local and Regional-Level, to Compete with the Top 5 incumbents

      3. 4.3.3 Increasing Adoption from SME’s Aided by Flexible Pricing Strategies Provided by the Vendors

    4. 4.4 Market Challenges (Operational and Implementation Challenges)

    5. 4.5 Market Opportunities (Global cues, such as BYOD, and use of IT tools for driving decision making expected to provide ample scope for future growth)​

    6. 4.6 Analysis of the Global CRM Landscape​

    7. 4.7 Assessment of Impact of Covid-19 on the South East Asia CRM Market (Customers & Prospective buyers opting for digital channels| Growing need for SME’s to utilize digital tools to engage with their target audience| Short & Medium-term trend analysis)​

    8. 4.8 Key Segments in the CRM Industry – Contact Center, Customer Service, Sales Automation, and Marketing Automation​

    9. 4.9 Key Considerations Involved in the Selection of a CRM tool in the SEA region ​


    1. 5.1 Organization Size

      1. 5.1.1 Small and Medium​

      2. 5.1.2 Large Scale ​

    2. 5.2 Deployment Size

      1. 5.2.1 Cloud

      2. 5.2.2 On-premise

      3. 5.2.3 Hybrid

    3. 5.3 End-user Vertical

      1. 5.3.1 Services​

      2. 5.3.2 Manufacturing​

      3. 5.3.3 BFSI​

      4. 5.3.4 Retail and Logistics​

      5. 5.3.5 Government​

      6. 5.3.6 Other End-user Verticals (Construction, Not for Profits, Education, Energy & Utilities, etc.) ​

    4. 5.4 Country

      1. 5.4.1 Indonesia ​

        1. Current Market Scenario and Growth influencers​

        2. Analysis of the addressable market and forecasts​

        3. Analysis of the key local and regional CRM vendors (Barrantum, VinnoCRM, BPM Online, etc.)​

        4. Key implementation use-cases and challenges (high lead acquisition cost, etc.)​

        5. Market Outlook ​

      2. 5.4.2 Singapore ​

      3. 5.4.3 Philippines​

      4. 5.4.4 Thailand​

      5. 5.4.5 Vietnam

      6. 5.4.6 Rest of South East Asia



    1. 7.1 Company Profiles

      1. 7.1.1 Inc.

      2. 7.1.2 Microsoft Dynamics​

      3. 7.1.3 Oracle Siebel​

      4. 7.1.4 SAP SE​

      5. 7.1.5 Hubspot Asia Pte Ltd

      6. 7.1.6 IBM Corporation​

      7. 7.1.7 Zoho Corporation

      8. 7.1.8 Adobe Incorporated​

      9. 7.1.9 PipeDrive​

      10. 7.1.10 Infusionsoft​

      11. 7.1.11 Sugar CRM​

      12. 7.1.12 Vtiger​

      13. 7.1.13 FreshSales​

    2. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The South East Asia CRM Market market is studied from 2018 - 2026.

The South East Asia CRM Market is growing at a CAGR of 12% over the next 5 years.

  • Inc.
  • Microsoft Dynamics
  • Oracle Siebel​
  • SAP SE​
  • IBM Corporation​

Are the major companies operating in South East Asia CRM Market.

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